We took over an account that almost exclusively focused on broad category keywords and switched to a more focused product level strategy with PLAs and improved ROI 798% and Revenues 135% over 10 months.

18.
EVER BUY A FORECLOSED HOUSE?
• Many times taking over a PPC Account from another agency or in-house
department is the equivalent of inheriting a trashed foreclosed house…You
have to gut it and start over from scratch
@marketingmojo | #mojowebinar | marketing-mojo.com

19.
SAME MISTAKES – DIFFERENT AGENCY
• We have taken over for massive well-known agencies and “my
brother in-law Steve”
• We see the same lack of diligence, misguided strategy and
ignorance displayed in almost all of them.
=
Steve!
@marketingmojo | #mojowebinar | marketing-mojo.com

20.
EVER HEARD OF CONVERSION TRACKING?
• Believe it or not we still inherit Accounts that
never ever bothered to install some form of
conversion tracking…for years
› Some never installed it correctly
• Oh yeah, ever heard of Analytics?
@marketingmojo | #mojowebinar | marketing-mojo.com

21.
WHAT DO YOU MEAN “THERE’S NO REPORT” ?
• We have seen large and supposedly reputable
agencies offer NOTHING in the way of
reporting
• Yes, Really…
@marketingmojo | #mojowebinar | marketing-mojo.com

22.
BROAD MATCH EXCLUSIVITY
• The biggest turnaround success stories we
have for taking over PPC accounts are the
ones where they previously only used
broad match keywords
@marketingmojo | #mojowebinar | marketing-mojo.com

23.
BROAD MATCH IS THE DEFAULT
• Google tells advertisers to ‘just let them do the heavy lifting’
with broad match technology
• Problem is that it’s incredibly broad to the point of frequently
being irrelevant
• It’s lazy. If you are paying an agency for just broad matching
you deserve better
• Max out Exact Matches
› Higher CTR
› Lower CPC
› More Clicks for less money
@marketingmojo | #mojowebinar | marketing-mojo.com

24.
CHECK FOR NEGATIVE KEYWORDS
• This is easily the most neglected
tactic in PPC and it’s one of the
most important
You should see
negatives and
additions here
@marketingmojo | #mojowebinar | marketing-mojo.com

25.
TOO MANY ADS WATER DOWN CTR
• Best practice is to test 2 ad search
ad copies per AdGroup (3
Maximum).
• We frequently take over Accounts
that use anywhere from 7 to 10
active search ads in the same
AdGroup
CTR
CPC
• This lowers CTR. Raises CPC and
as a result lowers the number of
clicks you can afford
@marketingmojo | #mojowebinar | marketing-mojo.com

26.
MIXING SEARCH & DISPLAY IN THE
SAME CAMPAIGN
• Search and Display don’t perform the same and
shouldn’t be in the same campaign together
› Share the same budget but not performance
› Allows for more granularity and better performance
› Allows for better bidding by keyword on Display
@marketingmojo | #mojowebinar | marketing-mojo.com

27.
BIGGER ISN’T BETTER FOR CAMPAIGNS
• It’s common for us to take over Accounts that just have 2 or 3
Giant Campaigns that should really be 5 or 6 smaller
Campaigns
• Too many AdGroups with wide variation in performance
• Need to separate the great from the not-so-great so budget for
the great can be maximized
• Need to separate Brand from Non-Brand
@marketingmojo | #mojowebinar | marketing-mojo.com

29.
TAKE A LOOK UNDER THE HOOD
• You just have to know where to look
@marketingmojo | #mojowebinar | marketing-mojo.com

30.
YOU KNOW YOU’RE IN TROUBLE WHEN…
• If you go to the change history and find it
blank. This Account is on “Set it & Forget it”
mode
Activity Should Be Here…
@marketingmojo | #mojowebinar | marketing-mojo.com

31.
THAT’S ONE BUSY ROBOT
• If the only change history in your account happens in
tight clusters at the same time everyday at an
incredibly fast ratio, chances are its an automated bid
management system running things
• This isn’t bad in and of itself, but their needs to be a
human being also looking after things occasionally
• Algorithmic formulas can work really well (the
opposite is true as well), but they still need human
judgment and occasional intervention
• Ask what role human account management plays
@marketingmojo | #mojowebinar | marketing-mojo.com

32.
BIDS ARE UP! NEVER DOWN
• Check out the keyword bidding. Are bids only being increased?
• Not all keywords are created equal. Is bidding performance
based?
• Agencies paid by percentage of media spend can be more
interested in getting the budget spent than on improving
account performance
@marketingmojo | #mojowebinar | marketing-mojo.com

33.
DAILY SPEND MAKES A FURIOUS END OF
THE MONTH COMEBACK
• Spend and performance always looks weak for the first 3 weeks
• Activity logs indicate much more aggressive attempts to spend
it before the end of the month…but conversion performance in
that last week doesn’t improve
• The pattern keeps repeating itself with no conversion
improvements
@marketingmojo | #mojowebinar | marketing-mojo.com

34.
HOW ABOUT SOME NEW KEYWORDS?
• When is the last time they added
any keywords?
• They should regularly be adding new
relevant keywords or new negative
keywords
Look for these
@marketingmojo | #mojowebinar | marketing-mojo.com

35.
EVER HEARD OF BUDGET ALLOCATION?
•
•
•
•
Do all the campaigns have exactly the same budget?
Or are they budgeted by performance
Are the best performing campaigns under funded?
When is the last time budget allocations were
changed?
85% of Conversions Come From This
Campaign and it Needs More $
@marketingmojo | #mojowebinar | marketing-mojo.com

36.
BID MANAGEMENT FROM ON HIGH
• Not all keywords are
created equal
• Are your accounts only using
AdGroup level bids?
• Are there any keyword
level bids?
• AdGroup bidding is “Cruise Control”
Bidding. It won’t max out
performance
@marketingmojo | #mojowebinar | marketing-mojo.com

38.
SPENDING MORE TO LOSE
• Go to the keywords tab and do this filter:
@marketingmojo | #mojowebinar | marketing-mojo.com

39.
WHAT ARE THEY DOING WITH
THOSE LOSERS…
• Are Average Positions high for nonconverting keywords?
› Do they ever decline?
• Do clicks on non-converting keywords keep
increasing?
› Have they ever decreased?
@marketingmojo | #mojowebinar | marketing-mojo.com

41.
IT WORKS IN REVERSE TOO
• Analyze performance on what converts
with this filter
• Is the average position on converting
keywords too low?
• Is CTR on converting keywords improving
@marketingmojo | #mojowebinar | marketing-mojo.com

42.
WHAT DO YOU MEAN WE’RE OUT
OF BUDGET?
•
•
•
•
Is all the budget being spent before 3:00 AM?
What hours of the day convert best?
Check out the Dimensions Tab
Should your budget be saved for when it
converts?
@marketingmojo | #mojowebinar | marketing-mojo.com

43.
WHY AM I ADVERTISING ON
CELEBITCHY.COM ?
• If you advertise on the Display Network
you need to watch it and exclude
placements that don’t convert or have
questionable content
• Check out what placements you are
spending budget on here:
@marketingmojo | #mojowebinar | marketing-mojo.com

44.
ARE YOU STAYING OUT OF BAD
NEIGHBORHOODS?
• Check to see if category and placement
exclusions are being used
@marketingmojo | #mojowebinar | marketing-mojo.com

45.
E-COMMERCE SHOULD MAKE $
• First question: Are you making more money
than you are spending?
• Is your agency measuring ROI?
@marketingmojo | #mojowebinar | marketing-mojo.com

48.
VANILLA IS OK…BUT
• There are so many great new features to
use now.
› What are they doing with
mobile, tablets, geographies, age, gender, histor
y visiting your site, etc.
• You shouldn’t have to ask why not
@marketingmojo | #mojowebinar | marketing-mojo.com